Kevin Durant's life and times to be chronicled in Apple-funded 'Swagger' video production

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In its continuing bid to produce content to expand services revenue, Apple has commissioned a drama based on basketball star Kevin Durant's life.




Variety reported on Tuesday that the new series is called "Swagger." The show will not just be a biography of Durant, but also delve into the organization that spawned Durant, the Amateur Athletic Union (AAU), and look at the lives of players, families, and coaches involved with the program.

The feature will be produced by Durant himself, in association with Brian Grazer and Ron Howard's Imagine Television. Reggie Rock Bythewood will write and direct. Bythewood has worked with Imagine before developing his own creation "Shots Fired" for Fox.

Durant himself has confirmed the deal in a Tweet.

So excited to partner with Imagine and Apple on this series...much more to come @richkleiman @thirtyfivemedia https://t.co/ZC21fSkXIe

-- Kevin Durant (@KDTrey5)


In 2017, Apple also reportedly provided a blank check to Drake for his own shows and movies, and signed a deal with "Star Trek" and "Battlestar Galactica" reboot alum Ronald D. Moore for a new space drama. It is also reportedly paying $5 million per episode on a ten-episode season of "Amazing Stories," a revival of the Amblin Television and NBCUniversal science fiction anthology.

Reese Witherspoon's Hello Sunshine studio is linked to three projects tied to Apple. The first show is as of yet untitled, but features Witherspoon and Jennifer Aniston in a drama based on morning show production.

The second show is development of Nichelle Tramble Spellman's "Are You Sleeping," with the "Serial" podcast creator onboard in an advisory role, and Octavia Spencer starring. The third is a sketch comedy show starring Kristen Wiig.

In late January, Apple signed a deal with "La La Land" writer and director Damien Chazelle. This was rapidly followed-up with a deal reported on Thursday that Apple is funding an anthology series focusing on immigrants in the United States.

These are all thought to be part of a broader $1 billion investment in original programming, which is considerable but still a lower investment than those of its competitors, such as Netflix's reported $7 billion on original content for 2018.

Comments

  • Reply 1 of 10
    fallenjtfallenjt Posts: 3,902member
    Next will be Tom Brady. /s
  • Reply 2 of 10
    Eddy Cue must be wanting to hang out with Durant.
  • Reply 3 of 10
    *yawn* 

    apple will never rise to the challenge as long as they are afraid to go beyond ‘family’ programming 


    spice-boy
  • Reply 4 of 10
    macxpressmacxpress Posts: 4,576member
    *yawn* 

    apple will never rise to the challenge as long as they are afraid to go beyond ‘family’ programming 


    I disagree with that statement...Sex, vulgar language, etc doesn't need to be in every TV show in order for it to be popular. 
    LukeCageGeorgeBMac
  • Reply 5 of 10
    *yawn* 

    apple will never rise to the challenge as long as they are afraid to go beyond ‘family’ programming 


    Just like that huge failure Roy Disney, right?
    Rayz2016
  • Reply 6 of 10
    Rayz2016Rayz2016 Posts: 4,160member
    sessamoid said:
    *yawn* 

    apple will never rise to the challenge as long as they are afraid to go beyond ‘family’ programming 


    Just like that huge failure Roy Disney, right?
    Beat me to it. 

    🤛🏾


  • Reply 7 of 10
    There is obviously a market for "family" entertainment as many have mentioned Disney's success. I think those of us which watch non G rated movies and tv shows are saying we will not interested in anything Apple eventually produces if it is aimed exclusively at that market. I like Apple's products and some of it services but there are few artist that work at Apple outside of the packaging and industrial design departments. People who don't understand the process of finding talented writers, directors who are doing something new and noteworthy will search of established names, proven formulas and hope to repeat earlier successes. Unfortunately for Apple they are shopping around for big names to solve their content problem instead of discovering and developing up and coming talent. Unless Apple approaches their content needs differently they will always have corny, rehashed content with few viewers. 
  • Reply 8 of 10
    How much sports related content do Netflix and Amazon have? Probably a good move by Apple to get involved in a project like this. 
  • Reply 9 of 10
    sessamoid said:
    *yawn* 

    apple will never rise to the challenge as long as they are afraid to go beyond ‘family’ programming 


    Just like that huge failure Roy Disney, right?
    I think you meant "Walt" Disney
  • Reply 10 of 10
    A chronicle of: 

    Kevin Durant's life and times

    Does Cue think that THAT many people really care?  He's got to go, or at least be taken away from green-lighting new content deals.

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